269 active Meta ads across 12 mapped funnels. 9 of the 12 route through a listicle or symptom presell. Same product, different entry points: borrowed dietitian reviews, GLP-1, menopause, gut health, celebrity endorsements. The editorial stack grew the most -- 85 ads now point to 3 third-party dietitian review sites. GLP-1 doubled. Celebrity presell traffic shifted from Giannis and Dr. James toward the Inter Miami CF equity angle.
85 ads to 3 third-party dietitian/RD review sites (Jaclyn Savage RD, Amy MD Wellness, Mona Sharma). Now the single biggest spend bucket in the account - Jaclyn Savage alone is running 72 ads to one page. IM8 pays for the editorial placement, reader sees what looks like an independent dietitian review with IM8 ranked #1. Each site reads as editorial but routes back to IM8 with a discount. The biggest active third-party editorial play in the supplement category.
29 ads going straight to the Essentials product page across 3 URL variant(s). No presell mediation. Ads route to the PDP and let the page do the conversion work. Essentials is IM8's entry-level SKU - the hero product. Assumes warm/aware buyers or relies on retargeting to convert.
18 ads across 3 GLP-1 landing page variants. Fastest-growing funnel in the account -- up from 10 to 18 ads. Positions IM8 as the daily supplement for people on GLP-1 medications (Ozempic, Wegovy, Mounjaro) who face nutrient depletion at reduced calorie intake. Most supplement brands avoid naming GLP-1 directly. IM8 leads with it.
15 ads routing to the Essentials Pro product page. IM8 has Essentials (entry) and Pro (premium). The dedicated upgrade listicle has scaled back but paid spend on the Pro SKU grew -- traffic now routes direct to the Pro PDP rather than through an intermediary listicle.
13 ads to a menopause-targeted landing page. Demographic-specific symptom funnel -- addresses peri/menopause symptoms (hormone shifts, fatigue, brain fog) and positions IM8 as a daily supplement for the transition. One of the growing funnels in the account, up from 11 to 13 ads.
11 ads to the science and research pages. Authority play -- a credentialing page listing clinical studies, NSF certification, and peer-reviewed papers. Targets the skeptical buyer who needs to verify claims before purchasing.
10 ads to the gut-health symptom landing page. Gut/microbiome is one of the highest-volume symptom angles in supplements. IM8's gut page bundles their daily essentials around specific outcomes (bloating, digestion, regularity) without needing a dedicated probiotic SKU.
3 ads to the brand-explainer listicle. Same NSF-certified, science-led pitch as a traditional brand page, structured as numbered reasons. Scaled back significantly from 17 ads -- this angle is holding but not growing.
3 ads to Giannis Antetokounmpo's "Why I'm With IM8" page. 2x NBA MVP, Finals MVP. Like Beckham, Giannis is a shareholder of Prenetics (IM8's parent company) -- the equity framing runs through the page copy. Down from 16 ads, but the funnel is still live.
2 ads to the skin-health symptom page. Same product framed for a beauty-from-within audience: collagen support, hair, nails. Down from 7 -- this angle is in maintenance rather than scaling.
2 ads to Dr. James DiNicolantonio's recommendation page. Cardiovascular research scientist, bestselling author (The Salt Fix, Superfuel). The doctor anchors the page, the brand provides the product. Down from 12 ads -- the authority architecture is still in the mix but no longer a primary spend bucket.
Quiz funnel routing to 2 destinations (welcome-quiz and quiz-v2). Three steps: ABOUT YOU, LIFESTYLE, HEALTH. The quiz captures buyer intent before pricing or product, then funnels into a personalized recommendation. Surface the desire, qualify the buyer, ship a curated offer.
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